Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Tea in the United Kingdom

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Executive Summary

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PROSPECTS

Large unmet potential for RTD tea in the UK

Although RTD tea saw solid growth in both total volume and current value terms in 2017, the per capita consumption of this soft drink remains rather low in the UK. With average consumption of only 0.

Growth in demand for healthier options

The health and wellness trend present in the UK also affects RTD tea. Generally speaking, RTD tea is considered to be naturally healthier than traditional carbonates.

Expected increase in new and exotic types of RTD tea

Although traditionally only black (and to a lesser extent green) RTD tea was available in the UK, consumer demand for more exotic RTD teas, such as kombucha and matcha, continued to rise in 2017. Kineta Drinks launched a range of matcha-based RTD teas, aiming to attract consumers looking for a healthier alternative to RTD coffee or energy drinks.

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises rolls out Honest Tea nationally

Coca-Cola Enterprises penetrated RTD tea in the UK in 2016, with the introduction of its Honest Tea brand. However, the organic herbal tea brand was only rolled out nationally in 2017.

Britvic continues to lose share

Britvic Soft Drinks remained the leader in RTD tea in 2017, despite its continued losses in both off-trade volume and value share over recent years. Britvic Soft Drinks’ Lipton brand’s off-trade volume share in RTD tea fell by 21 percentage points between 2013 in 2017.

The absence of private label in RTD tea in the UK

Unlike in other Western European countries, private label is not active in RTD tea in the UK. This can be explained by the fact that traditionally there has been relatively low demand for this soft drink across the UK.

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